The one thing that makes Black Saddle special is the people. The operators, guides and guests. All equally important.
People are also the most difficult part of the process. Egos, betrayals, misunderstandings - all the things that go along with working with people that every business, no matter the industry, must deal with.
Black Saddle has a very strong idea of the ideal guest. They are well travelled, a life-long rider, intrepid, social, with a strong sense of self. They add to the group dynamic without overpowering the group. They look for companionship in group holidays and don’t just seek to be entertained.
Black Saddle guests are brilliant. Every group is filled with the type of person I wished to meet, wished to be, back in my old desk job life in London.
What has never become easier is saying no to the people who don’t quite fall into this profile. They might aspire to be there but they just aren’t.
If Black Saddle grows too much the magic will be lost. If we start adding just anyone who asks onto rides it just won’t be the same.
For example, I get so many requests from intermediate riders that want to know how to practice to get to the right level or my advice on where to find a ride to match them. It’s a reasonable question but what if five people ask the same question every day? And what if they ask again on email if their DM doesn’t get a reply. Do I spend more time at my laptop giving guidance to those that aren’t a fit? It’s just not a good use of my time, especially when almost every single other riding holiday agency takes all levels of riders.
Black Saddle is sporty - on purpose. It’s not for intermediate riders - on purpose.
It’s quite an American thing to expect customer service even if you are not the right customer. The British are much more unapologetic if you are not their type of person. I respect that.
Recently I experimented and listed a ride that takes beginners. After so many requests for entry level rides I thought it would fill a gap, but actually for the large part it’s my established riders that have been signing up.
For beginners that do sign up to that one experimental ride the awkward and unavoidable question that follows is - where to next? But I have nothing for them because everything else is way above their level. Riding skills and horse sense takes a decade to develop and, like skiiing, the younger you are when you start the better.
It’s ok to have a riding agency just for people that can actually ride.
To protect the core values of the ‘brand’ (though I hate using corporate jargon), Black Saddle will never grow to more than 1000 guests. In the scheme of things this is a tiny subsection of the horse world and not too far off from where the agency is currently. With more than 1000 guests the infrastructure, team size and complexity of the business will become too big to be what it is now - which is a light, lean operation with first hand knowledge of the worlds best rides.
It’s easy to run and I love running it.
The travel agency is not the finish line. It’s a lifestyle facilitator and social club. It’s fun. And it needs to stay that way.
So, when I get a guest that is borderline, asking for special treatment, or not quite at the right riding level, if I ask “Are they one of the 1000’ and the answer is no, then they shouldn’t join a ride.
If I already know that they wouldn’t manage on another ride they really shouldn’t be on the first, because it’s much harder to say no when they have already ridden before. The regret is real! The truth is the red flags are always there from the very start and I have learned to trust my initial feelings on guests. There are some classic tells that I could share.
The rides on Black Saddle are established and apart from the USA, there’s not much more than I would want to add. The portfolio is mature. So, what next?
This year I want to develop more one-off adventure rides in exotic locations. Now that the core group of riders has appeared let’s find the most thrilling riding in the world. And I want to film it. Documentaries are in Black Saddle’s future.
There is so much more to explore!